Roshni Helpline: Kites of Hope

Over 3000 children go missing in Karachi every year. To find these missing children we transformed kites, a popular cultural icon of Pakistan, into a new medium for our message. These Kites of Hope, with the missing children's details printed on them, were distributed in Karachi on the day of Basanth - a traditional spring festival where kites are flown in the thousands. The kite distribution event was held at Mehmoodabad Family Park, a high-risk neighborhood where 7-9 children go missing every day.Agency: Y&R Singapore / Spectrum Y&R Pakistan